The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse
The concept of the metaverse was first coined in the science fiction novel Snow Crash
published 30 years ago, serving as the pregenesis concept of the next groundbreaking …
published 30 years ago, serving as the pregenesis concept of the next groundbreaking …
Relationship management through social media influencers: Effects of followers' awareness of paid endorsement
This study aimed to examine the effects of awareness of paid endorsements by social media
influencers on followers' cognitive persuasion knowledge (ad recognition), attitudinal …
influencers on followers' cognitive persuasion knowledge (ad recognition), attitudinal …
Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship
Watching online videos is becoming an important part of children's media diets. Children
particularly like content that is specifically created for YouTube by YouTube personalities …
particularly like content that is specifically created for YouTube by YouTube personalities …
The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness
TikTok represents a new form of marketing communication technology due to its features
and attributes. However, despite its ability to share brands' viral content, scant research has …
and attributes. However, despite its ability to share brands' viral content, scant research has …
How advertising relevance and consumer–Brand relationship strength limit disclosure effects of native ads on Twitter
Present research builds upon native advertising research by examining the roles of
advertising message relevance, consumer-brand relationship strength, and authorship. Two …
advertising message relevance, consumer-brand relationship strength, and authorship. Two …
Native advertising and the future of mass communication
Native advertising, defined as the practice by which a marketer borrows from the credibility
of a content publisher by presenting paid content with a format and location that matches the …
of a content publisher by presenting paid content with a format and location that matches the …
Public relations ethics in the 21st century: a state-of-the-field review
Purpose To conduct a systematic review of public relations ethics (PRE) research and
scholarship in the 21st century and suggest future research directions. The study is …
scholarship in the 21st century and suggest future research directions. The study is …
You don't fool me! Consumer perceptions of digital native advertising and banner advertising
B Harms, THA Bijmolt, JC Hoekstra - Journal of media business …, 2019 - Taylor & Francis
This study investigates consumer perceptions of article-style native advertisements and
banner advertisements, in terms of understanding the message intent, ad attitudes, and ad …
banner advertisements, in terms of understanding the message intent, ad attitudes, and ad …
To disguise or to disclose? The influence of disclosure recognition and brand presence on readers' responses toward native advertisements in online news media
While several studies have focused on native advertisements' disclosures, little research has
been conducted on native advertisements' content. Therefore, this study investigated the …
been conducted on native advertisements' content. Therefore, this study investigated the …
The disclosure paradox: How persuasion knowledge mediates disclosure effects in sponsored media content
Persuasion knowledge is an established construct in the explanation of recipients' co**
with persuasive communication. It gains particular importance when persuasion attempts …
with persuasive communication. It gains particular importance when persuasion attempts …